Niche Import Co. changes name to Marussia Beverages USA

Niche Import Co., the US arm of Marussia Beverages Group, has changed its name to Marussia Beverages USA in a bid to strengthen its parent company's global footprint.

The name change was brought in at the start of 2021, effective immediately.

Founded in 2004 and headquartered in the Netherlands, Marussia Beverages Group has almost 1,000 employees in 10 core markets serving importers in 40 countries with an expanding portfolio of spirits, wines and sakes. 

Its US team has been creating sales and marketing programmes with a variety of wine, spirits and liqueurs brands since 1992, including Lenz Moser Wines, Hatozaki Japenese Whiskies and Mozart Chocolate Liqueurs. 

Etienne de Salins, CEO of Marussia Beverages Group, said: "It has long been our mission to build and develop distribution channels in the highly lucrative US market that can pave the way for high-quality imported brands.

"Our new name not only reflects the strength, business acumen and passion for our industry that is indicative of the Marussia Beverages Group, but is also a signal to the market that we are an important part of a global network of specialty spirit, wine and sake brands."

He added: "We are confident that our US team will continue to shape Marussia Beverages USA into a national player. It is fueled by an exceptional sales and marketing team with extensive experience in the spirits industry. Their proven track record of launching and building brands has built deep relationships with our customers, an important factor in growing our portfolio."

13 January 2021 - Bethany Whymark